Social media is one of the most powerful marketing tools you can use to reach potential home buyers - especially millennials, who make up the largest share of buyers1. However, millennials aren't the only generation that is connecting digitally. The statistics of generational groups active on social2 are very similar - 84% of 18-29 year olds, 81% of 30-49 year olds, and 73% of 50-64 year olds.
Simply being on social media, though, isn't enough to grab potential customers' attention and win their business. It's important to be strategic about where you post and what you post. Here's how you can build and execute a social media strategy to better reach your customers, and help build your business:
Narrow Your Platforms
There are a lot of social media platforms out there, but that doesn't mean you need to have a presence on all of them in order to be successful - especially if you have a small team and don't have much time to dedicate to social media. Instead, look to demographic data to help inform where you should focus your social media efforts. For example, if you're looking to target Gen Z and millennials, 71% of 18-293 year olds are active on Instagram, while 77% of those 30-494 years old use Facebook.
You also want to make sure your content is appropriate for your audience - maybe focus on first-time home buyer properties for Instagram while featuring move-up homes and active adult communities on Facebook. Facebook is where 73% of 50-645 year olds are interacting, and where 50% of a 65+6 audience lives, while only 13%7 of those 65+ are active on Instagram. You might also find that LinkedIn is a valuable platform for connecting with business partners but not as effective as far as attracting customers.
Choose Quality Over Quantity
While it's important to maintain a consistent posting schedule to help build relationships with your customers on social media, it's always better to focus on the quality of your content rather than the quantity. Quality content is what your customers will find valuable, and what will help make your business appear trustworthy, credible and helpful. Think about what's most important to your customers, and share content that's going to solve challenges for them while positioning your business as an industry thought leader. Share data on the latest trends related to home design, or offer tips for the home buying process to help make their journey easier. You can also provide access to interactive tools that help people picture themselves in the home by letting them see what it looks like with their own design touches.
Share User Generated Content
User generated content is exactly like it sounds - it's sharing content from other social media users to your own platforms (with their permission, of course). Not only is this a social media content solution if you're strapped for time, but it can be a way to build trust between you and your customers. Ask customers who have given you excellent reviews to share photos or videos of their new home that you can then share to your own platforms, or share testimonials or quotes from satisfied clients. Evidence of happy customers and beautiful homes could result in increased referrals and a better reputation.